Scoperta! is Italian for “discovery” and the brand’s promise is wine discovery made simple. To attract and woo young wine lovers who hate the current buying experience, we needed stopping power—and name recognition. We leaned into the brand's charm, wit and audacious name to develop and orchestrate a modern campaign to connect with a new wave of discerning wine buyers.
At the heart of the integrated campaign across digital, social, search, PR and event, is a video opera with just $80,000 in production budget — the tale of a frustrated wine enthusiast and her discovery of Scoperta! Once learning from our smaller segments and getting CPA to its optimal number, we opened the campaign to a national buy earning big numbers and big impact in our glass. The work increased awareness of the brand acquiring new customers, and driving sales during the business's first months in market.
The strategy was designed to evolve as awareness increased, but the initial focus was awareness from the start. Over time, as demand increases, the focus shifts to conversion and sales.
The target audience is a segment we defined as the Curious Wine Drinker – wine enthusiasts (female skew) who spend $200+ on wine per year and who are well regarded by peers for their knowledge of wine. Based on this audience definition, we conducted research into how they spend their time, to know what type of content they consume, across what types of media, which informed where we decided to invest (e.g. online video, podcasts, social media).
Since being in the market, we have learned that our audience skews slightly older with a higher household income, and we plan to optimize accordingly within the next phase of the campaign.
We were able to increase awareness of the brand, drive sales and acquire new customers.
While no brand tracker was in place to measure general sentiment, campaign performance surpassed benchmarks and continued to improve over time.
The campaign delivered 30% more impressions than projected at 23.3M, with an average frequency of 2.5x per channel per month.
Landing page views increased period over period even as investment levels dropped, proving media’s effectiveness at generating interest for Scoperta.
Online Video proved to be a strong awareness driver, with the 15s versions driving the strongest completion rates and the longform versions driving all account registrations.
Podcast was successful in driving awareness and influencing purchase decisions, reaching 766K households at a 2.5x frequency according to Podsights.
The brand and opera video was featured on local television news segment “The Mid-day Fix” (WGN-Chicago)
The opera itself became a live action performance at SXSW in Austin